1. Mediative PERFORMANCE DISPLAY

2. AGENDA What is the market growth? ($)
MEDIATIVE PERFORMANCE DISPLAY PRODUCT
What is the market growth? ($)
Mediative Display & Definition of Performance
What is the Product & What are the Product Features
The Product Staircase
Campaign Delivery Business Rules
The Reports
Billing Rules
Exceptions and Escalation Process

3. THE PROGRAMMATIC/RTB MARKET
STRONG GROWTH IN CANADA THOUGH TO 2017
Strong & consistent growth in Canada is driven by attractive CPMs and the evolution of programmatic direct buys.
Programmatic direct will fuel a significant amount of the industry growth in Canada.
2017: $258.2M 45.0% Growth Year-over-Year.
2016: $178.0M 49.2% Growth Year-over-Year.
2015: $119.3M % Growth Year-over-Year
2014: $81.7M 47.5% Growth Year-over-Year
Source: eMarketer, 2014

4. MEDIATIVE’S USP = PERFORMANCE

5. 2 TYPES OF DISPLAY CAMPAIGNS1
BRANDING & AWARENESS 2
PERFORMANCE
Leveraging data targeting is incorporated into both Mediative’s Brand Awareness & Mediative’s Performance Campaigns.

6. WHAT IS PERFORMANCE?
PERFORMANCE IS CONVERSIONS
“Media buyers buy on CPM, CPC, or DealID; but they cancel on CPA”
Jennifer Dunn
Regardless of the how the media is purchased, the most determining factor of the success of a performance campaign is the cost per conversion.

7. WHAT IS PERFORMANCE?
PERFORMANCE IS CONVERSIONS
“Conversion campaigns rely on having the right impression land on the right user.  In short, performance campaigns are led by the first data-fuelled impression to land on the correct user – not the last click standing.”
John Fanous

8. WHAT IS A CONVERSION?
Conversions: a measurable on-site engagement action completed by a site visitor that directly correlates to a measurable business KPI. (EX: lead form completion, e-commerce transaction)

9. OPTIMIZATION FOR CONVERSIONS CLICKS ≠ CONVERSIONS IN ALL CASES
Optimizing for clicks consider the quantity of the visitor versus optimization for conversions is focused on the quality of the visitor.

10. OPTIMIZATION FOR CONVERSIONS CLICKS ≠ CONVERSIONS IN ALL CASES
The vast majority of research indicates that conversions and clicks are not correlated.
comScore research states that only 16% of consumers will click on ads
8% of consumers account for 85% of all clicks.
Studies by Nielsen indicate that there is virtually no correlation between clicks and brand metrics or offline sales.
A case study by Rocket Fuel found that only 1% of total revenue generated from an online campaign came from post click conversions.
Note: Conversion results need to include BOTH post click & post view conversions to track the full value to the display advertising.

11. OPTIMIZATION FOR CONVERSIONS INCREASING CPM/CPC LEADS TO DECREASED CPA
Higher CPC = higher quality visitor = higher likelihood to convert = more conversions = lower CPA

12. Mediative PERFORMANCE DISPLAY
What Is It?
The Performance Display product is designed to optimize display campaigns against a set of on-site conversion objectives related to business KPIs.

13. GET ACTION MEDIATIVE PERFORMANC DISPLAY SOLUTIONS
Drive Conversions from your display advertising maximizing returns from current and new audience opportunities.

14. COMPETITIVE ASSESSMENT FULL-SERVICE PERFORMANCE COMPANIES
Key Takeaways:
Majority of competitors leverage CPM-based pricing – not a single competitor that was secret shopped mentioned a CPC pricing model.
Majority of competitors leverage 3rd Party Data with only a few having 1st Party Data
Competitors place their technological capabilities (DMP & DSP) front and center with a human team of analysts to monitor, report, and adjust strategy
Competitors heavily leverage lookalike targeting capabilities to drive performance.
Competitors provide detailed reporting w/ commentary and recommendations
Competitive analysis table in available in excel format for more detailed review
Methodology was a detailed review of competitors’ websites, key industry sites evaluating the different DSP providers, interviews with past employees, secret shopping, and posted materials

15. Mediative PERFORMANCE DISPLAY
OUR UNIQUE SELLING PROPOSITION
Mediative will become a consultative, strategic partner; developing strategy-driven, rigorous optimization programs aimed at delivering quantifiable results. Our first party data and strategic approach to the purchase and bidding for impression inventory ensures that Mediative is able to place your ad in front of the right user in the right context with the an intent to purchase.
Our targeting and optimization processes ensures that the ad impressions your ad receives initiates, influences and ultimately drives conversions.

16. PERFORMANCE DISPLAY: WHAT YOU GET1
Media Strategy & Planning: Identification of channels, audiences and the overall approach required to drive towards an advertiser’s business objectives. 2
Custom-Built, Dynamic Lookalike Modelling: Creation of profiles of converting user segments on your website and pattern matching that audience against the entire web ecosystem; delivering ads to those individuals using RTB technology. 3
Media Buying: Mediative will execute your campaign against the aforementioned media plan 4
Campaign Management & Optimization: On-going evaluation of the campaigns performance and altering of the campaign settings, budget distribution across tactics or channels, and updates to the campaign strategy to maximize performance. 5
Reporting and Insights : Regular reporting of campaign metrics and optimization tactics and insights as to the customer profile and audience make up.

17. REPORTING – GET ACTION PERFORMANCE SUMMARY BY TACTIC & LINE ITEM
INSIGHTS INTO CAMPAIGN PERFORMANCE BY AD COPY, AD SIZE, NETWORK, & AD POSITION
INSIGHTS INTO CAMPAIGN PERFORMANCE BY TIME OF DAY, DAY OF WEEK, GEOGRAPHY
PERFORMANCE TREND ANALYSIS

18. HOW IT WORKS OUR PROCESS & TECHNOLOGY
TECHNOLOGY GAP PROPOSED FUTURE STATE 1
Conversions
Tags are placed on all pages of the client’s site 2
Custom Audiences are created in Mediative’s Data Management Platform
Custom Audiences 3
Audiences are evaluated using signal analysis to identify common traits between customers who have converted. Custom audiences are created. Lookalike modelling is leveraged to identify other users who demonstrate similar behavioural characteristics 4
Mediative’s DSP Targets those users in real time and bids for those specific impressions. 5
Mediative’s RTB algorithms learn which audiences, ad copy and campaign setting combinations are most effective at driving conversions and optimizes campaign delivery against those settings.
Lookalike Targeting

19. PRODUCT STAIRCASE INTERNAL USE ONLY
Creation vs. Claiming vs. Optimization

20. WHAT THIS DOES NOT INCLUDE
INTERNAL USE ONLY
WHAT THIS DOES NOT INCLUDE
Guaranteed CPA or Volume of Conversions
CPC Campaigns (CPC is decidedly not performance)
HyLoMo (Version 1)
PPC Advertising (Search)
Social Media Advertising (Version 1)
Ad Creative Development
Site Specific Reporting
Video Ads or In-Stream Video Ads
Call-Tracking, Social Media Audience Acquisition, Downloads, or qualitative conversion metrics cannot be supported.

21. BUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?
INTERNAL USE ONLY
BUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?
Client must allow Mediative to effectively add tags to their site to allow for audience modelling and performance to be tracked.
Tracking Pixels will need to be placed on the client site and validated prior to campaign launch. This process will have a direct impact on the lead time required to launch the campaigns.
If no tags are able to be put in place, we will need to adjust to sell a Branding or Behavioural Campaigns
Client’s site should have a minimum of 40,000 unique visitors per month for Performance Campaigns; otherwise PPC or SEO may be of more value to the client for driving a direct response campaigns.
Campaigns should be run for a minimum duration of 30 days for net new campaigns.
An initial testing period for data collection could last for up to 2 weeks prior to campaign launch.
Campaign objectives must be provided to campaign managers in the campaign checklist document.
The campaign checklist document must be provided with the opportunity reaching 75% in SalesForce. If no checklist has been completed & approved, no IO can be generated.
Conversions must include post click and post view impressions

22. BUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?
INTERNAL USE ONLY
BUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?
Campaigns will typically launch within 10 business days after contract has closed.
All ad copy should be provided to Mediative no less than 48 hours prior to campaign launch.
Campaigns will run on Google DoubleClick Bid Manager (DBM) for the desktop campaigns.
Mediative can provide landing pages and ad creative as add-ons to almost all packages.
Additional ad copy can be added to the campaign (48hrs turnaround SLA)
Ad copy should be named with a specific theme or call-to-action should multiple ad variations be used so that ad performance can be analyzed.
Campaign reporting will be delivered on a bi-weekly basis without commentary.
Final reporting will be delivered within 5 business days of the campaign end date and will include commentary and future campaign recommendations.
Commentary will be a joint effort between the campaign manager and sales rep.
Should conversions still be occurring within the 5 day period, the report may be delayed to capture the full value of the conversions driven from the campaign.
Bonus impressions/’make goods’ must be approved by Finance.

23. TBD Per Paul Ryan’s Plans
DISPLAY FOR PERFORMANCE PRODUCT ROADMAP
VERSION 1.0
Manual optimization with automated reporting and strandardized business fules & workflows
VERSION 1.1
Increased Automation & Supported Conversions
VERSION 2.0
Machine Learning
VERSION 2.1
Cross-Channel Performance
VERSION 2.2
Best-in-Class Solution
June 2014
Aug 2014
TBD Per Paul Ryan’s Plans
2015
PRODUCT HIGHLIGHTS
Lead Generation & E- Commerce Conversion Optimization
Standardized, Operations Workflows
Automated Performance Reporting
Desktop Performance Programmatic/RTB
PRODUCT HIGHLIGHTS
Adding in Call Tracking, Conversion Optimization
Look-a-like reporting & Basic Modelling
On-demand Client- facing reporting
Site blacklist database
Dynamic Ad Creative
PRODUCT HIGHLIGHTS
Dynamic Audience Development & Integration into DSP
Increased Optimization Automation & Process Workflows
Machine Learning
Optimization Knowledge Base by Vertical
PRODUCT HIGHLIGHTS
Integration w/ HyLoMo, Social Ads, GDN, PPC, etc.
Cross-Channel Management (Display as a Service)
Cross Channel Reporting
PRODUCT HIGHLIGHTS
Advanced Attribution Modelling & Click Path Reporting

24. HOW IT WORKS OUR SALES PROCESS FLOW
INTERNAL USE ONLY
HOW IT WORKS OUR SALES PROCESS FLOW

25. BUSINESS CONTROLS ENSURING COMPLIANCE WITH BUSINESS RULES0%
50%
75%
100%
PRE-SALES PROCESS
Opportunity Identified
Meeting with Campaign Manager
IO Created
Pixels Given to Client
IO Signed
Campaign Launch
MANDATORY SF CHECK: Checklist Completed & Approved by CM to generate a IO
MANDATORY SF CHECK: Pixel Tracking Validated to confirm “GO” to sign IO
10 Business Days

26. HOW IT WORKS OUR OPERATIONAL PROCESS FLOW
INTERNAL USE ONLY
HOW IT WORKS OUR OPERATIONAL PROCESS FLOW

27. KEY CONTACTS HOW TO GET SUPPORT
Pre-Sale Support:
Campaign Managers
Reach out to your campaign managers for pre-sale questions & support including project validation, proposals, IOs, & Tracking Code Development
Campaign Objectives:
Campaign Managers
CMs will be the point of contact for project validating the performance campaign criteria have been met, create tracking codes, billing, and providing reports.
Product Manager:
Kyle Grant
Kyle will be able to answer any product-related questions regarding product definition, pricing, options, or product integration.
Product Thought-Leaders:
Claudia Ortiz
Claudia can be available for strategic consultation, account reviews & specific questions.

28. OPERATIONAL OBJECTIVE
PROVE OUR CAPABILITIES TO DRIVE PERFORMANCE
Our objective is to drive the lowest eCPA for our clients possible leveraging every potential tactic at our disposal. Our focus needs to be on advertiser performance and driving conversions rather than focusing on Mediative Margin. We are pricing based on average CPM and therefore we can bid higher on high converting inventory, even higher than the sale CPM price, with the goal to average out lower than the CPM in the IO.

29. SETTING-UP CAMPAIGNS IN DBM
Add a New Advertiser in Bid Manager
Create Conversion Pixels in Bid Manager
Add/Upload Ad Creative
Create Insertion Order
Set IO Name
Set Start & End Dates
Set Budget
Set Page URL
Create Line Items
Set Targeting
Set Bids
Pick how to count Conversions
Assign Creative
Confirm campaign status

30. VARIABLE CPM (vCPM) PERFORMANCE-DRIVEN DYNAMIC BIDDING
vCPM dynamically changes a line item's bid based on the likeliness that an individual impression is going to perform well, such as lead to a click or conversion.
Algorithm-based technology to assist in driving towards a targeted CPA
Implement controls to ensure CPMs do not exceed targets
Target ROI, CPC or CPC
(We will not use CPC)
Prioritize Performance vs. Spend Targets

31. STANDARDIZED LINE ITEM TACTICS PERFORMANCE CAMPAIGN STRATEGY
Advertiser Objective
Conversion Definition
Campaign Strategy
Tactics
Remarketing
Channel Targeting
1st Party Data Targeting
Audience
Semantic & Contextual Targeting
Facebook Exchange
Lookalike Modelling
Dynamic Ads
Performance campaigns should test any tactic aligned to the overall campaign strategy. Performance will dictate which tactics are continued to be funded and others dropped.
Tactics may be used independently or in combination for maximum results

32. REMARKETING AUDIENCE DEVELOPMENT
Retargeting pixels will need to come from Lotame with conversion pixels coming from DBM.
Request CTAX pixels from Data team breaking out each site section, as necessary, for detailed audience segmentation.
Data team will go into Lotame to ensure that the retargeting segment has been created and push that to DBM and Appnexus
Tags will be sent to client for Implementation
Data team will get confirmation pixel has been implemented

33. STANDARDIZED OPTIMIZATION FREQUENCY CADENCE OF IN-DEPTH CAMPAIGN CHECK-INS
Launch Date
50% of Duration
Final Report
48 Hrs
Campaign Duration
24 Hrs
25% of Duration
75% of Duration
Note: Longer duration campaigns should have a minimum of a weekly check-in on performance

34. OPTIMIZATION TACTICS BEST PRACTICES
CLAUDIA
OPTIMIZATION TACTICS BEST PRACTICES
Tactics to Optimize Performance Campaigns?
Budget Alignment to Top Performing line Items
Audience Segment Performance Optimization
Dayparting (Time of Day & Day of Week)
Geotargeting
Ad Copy Performance (Ad Version & Size) Optimization
Ad Exchange Optimization
Site Blacklisting & Whitelisting
Segment Performance Analysis
Above vs. Below the fold Analysis
Device Type segmentation
Browser Type segmentation
Language segmentation
Reach & Frequency Analysis – Incremental CPA impact for each additional impression
Conversion Funnel Abandonment

35. OPTIMIZATION CHECKLIST
EXAMPLE TO BE VALIDATED
OPTIMIZATION CHECKLIST
Checkpoint
Responsible
Checklist
24 Hrs
Programmatic Specialist
Ensure all ads are serving in all line items
Review initial targeting & campaign settings are correct
48 Hrs
Review budget pacing & adjust bids
Identify abnormal CTR (Ident. Click Fraud)
Review campaign delivery against settings
25%
Campaign Manager
Line Item Performance Analysis
Campaign Brand Safety Settings Analysis
Audience Performance Review
Review Budget allocation by Channel
Geo-targeting Analysis
Network Performance Analysis
Add Category Exclusions
Day Parting Analysis by TOD/Day of Week
50%
Programmatic Specialist & Campaign Manager
Ad Copy Performance
Above the Fold vs. Below the Fold Analysis
Frequency Capping Analysis
Performance Trend Analysis & Optimization Review
Strategy & Tactical Adjustment
75%
This checklist will be validated with the Programmatic team in the near future to ensure it is complete and aligns to best practices.

36. REPORTING OVERVIEW
How To Get Reports – TBD

37. MEDIATIVE’S TECHNOLOGY OVERVIEW THE TOOLS TO EXECUTING PERFORMANCE
Sales order
Campaign management
Campaign delivery
Reporting
Opportunity is created in Salesforce with media plan
If opportunity reaches 75% closing prob. Sales order is pushed to Operative
Campaign managers verify avails in Operative and create sales order (or IO) to be signed.
Sales order is created. Campaign managers create media plan
Ad Servers
Programmatic RTB
Demand-side platforms
(DSP)
Campaigns delivered to the Mediative ad network (i.e.:publisher sites) are pushed to Google DFPP
Audience data
Ad Exchanges
Mobile
Targeting helpers
Semantic targeting
Keyword contextual targeting
Campaign report
Finance/Billing report BI
Complete delivery logs are extracted from DFP and AppNexus and inserted in the BI database on a daily basis.
Operative imports delivery data from dfp on a daily basis which can be viewed on a campaign, sales order or line item level directly from the Operative UI.

38. APPENDIX

39. DEFINITIONS Term DEFINITION RTB
Real Time Bidding also refers to as Programmatic Buying is a new method of selling and buying online display advertising in real time one ad impression at a time
DSP
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.
DMP
Data Management Platform which houses data from different sources and make it accessible through the ad exchange
Audience Targeting
Audience Targeting, Interest-based targeting, data targeting is a type of online marketing where the user is identified with certain interests and then targeted by the relevant advertising message.
Retargeting
Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.
Remarketing
See Retargeting

40. Performance Margin WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE
PRODUCT

41. Performance Margin WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE
CPC
CPM
PRODUCT

42. Performance Margin WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE
% of Spend
CONVERSIONS
PRODUCT

43. Client Site Remarketing
WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE
Margin
Performance
% of Spend
PRODUCT
Mediative Network RON
Data with RTB
Client Site Remarketing
HyLoMo
Creative & UX Services